Georges Laraque usually gets into trouble on the ice as an enforcer with the Montreal Canadiens. The 6-f0ot-3, 253-pound right wing began his 12th NHL season this year with 52 goals and 1,098 penalty minutes in 667 career games.
Now, the 33-year-old is in hot water with the league and women's groups for appearing in a commercial for an alcohol drink that shows him playing street hockey with several scantily-clad women.
The commercial has no dialogue and can be viewed at 33mag.com.
According to Article 25.1 of the league's collective bargaining agreement: "No player shall be involved in any endorsement or sponsorship of alcoholic beverages (excluding malt-based beverages such as beer) and/or tobacco products."
Laraque told Montreal reporters that he regrets appearing in the commercial, adding that he donated the proceeds to an animal-rights group and intends to work for women's causes in the future.
Laraque said he wasn't aware of the script when he arrived for the shoot and that he agreed to appear because it offered a nice payday for charity.
"This is one more example of sexist advertising," Alexa Conradi, of
the Federation des femmes du Quebec, told The Canadian Press. "Why is it that when we're trying to market a campaign toward men aged 20 to 35, we always use this kind of ad? What does that say about our concept of masculinity?"
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